PowerToFly
Branding concepts for a leading diversity recruiting and retention platform
PowerToFly is a diversity recruiting and retention platform that connects underrepresented talent with opportunities in prominent sectors. The platform offers an array of services, including training, consulting, and recruiting solutions for companies seeking a more inclusive workforce. For job seekers, the platform offers free access to job search tools, skill enhancement opportunities, live virtual events, and direct connections with recruiters and hiring managers.
To solidify their position as the industry leader, PowerToFly sought a comprehensive rebrand that embodies human-centric, professional, and energetic attributes, appealing to both talent and employers. I conceptualized and designed two distinct creative concepts, each encapsulating the essence of PowerToFly's vision and mission.
Team:
Scout Lab
Dani Blum - Lead Design
My role:
Creative Direction and Design
Creative Direction
Brand Identity
Belonging and beyond
The first concept focused on the idea of PowerToFly being the guiding star for diversity recruitment. The star icon symbolized the company's role in guiding employers in best recruitment practices and talent along their hiring journey.
I incorporated the star as well as other shapes into the design representing the diversity in the workplace. The shapes can be used to hold photographs and create unique compositions.
The photography portrays people in front of colorful backgrounds or working in an office setting. The bright colors and distinctive angles of the typography and shapes combine to make a brand that feels unique, friendly, and human.
Partners for progress
In the second concept, the logo combines the letter "P" from the company's name, a flag symbolizing unity, and an equals sign representing PowerToFly's commitment to workplace equity. This amalgamation emphasizes PowerToFly's commitment to being a partner in progress for diverse groups seeking equitable opportunities.
A bold, colorful line runs through the designs, visually connecting diverse individuals and representing the path toward a better future.
The photography depicts diverse individuals in well-lit professional environments. The rounded font, cool greens, blues, and rounded edges contribute to a professional, friendly, and approachable design.
